Boxing Day Shopping Declines 12.4%, Black Friday Takes Lead

New Zealand’s shopping landscape has shifted dramatically as Boxing Day shopping fell by 12.4% in 2025, losing its status as the most popular retail spending day to Black Friday. According to data released by payment network Worldline, spending on Boxing Day reached $51.2 million across all non-food stores, a noticeable decline from the previous year’s figures.

On November 28, 2025, Black Friday spending exceeded expectations, totaling $55.6 million in non-food-related purchases. This increase indicates a changing trend in consumer behaviour, with many opting to shop on Black Friday rather than the traditional Boxing Day sales.

Bruce Proffit, Chief Sales Officer at Worldline NZ, highlighted that Boxing Day has typically been a significant day for clothing retailers. However, the latest figures suggest a shift in priorities among shoppers.

The decline in Boxing Day spending reflects broader trends in retail, where consumers are increasingly looking for deals earlier in the holiday season. Factors such as online shopping convenience and targeted promotions during Black Friday likely contributed to this change.

The data signals a potential reconfiguration of retail strategies moving forward. As businesses adapt to shifting consumer preferences, it will be essential for retailers to reassess their marketing and sales tactics to engage shoppers throughout the holiday season effectively.

With the competition between shopping days becoming more pronounced, it remains to be seen how retailers will respond in the coming years. The dynamics of consumer spending continue to evolve, and adapting to these changes will be critical for maintaining market relevance.